From eBay with love: How research helped put the sparkle on eBay’s Christmas planning

This article explains research by eBay, the online retailer, which sought to learn from a Christmas campaign and understand consumer needs at Christmas in the UK and Germany.

From eBay with love: How research helped put the sparkle on eBay's Christmas planning

Suzanne Lugthart and Ruth NobleeBay and 2CV

Summary

After Christmas 2011, eBay recognised it was lagging behind competitors at Christmas. Shoppers were going elsewhere in the last few shopping days, largely due to nervousness about delivery and returns. In response, eBay developed a new approach to seasonal trading, at the heart of which were 'Super Sundays'; a series of time-limited deal based promotions.

In a fast paced business such as eBay's, traditional research techniques struggle to "keep up" as stakeholders are drawn, despite limitations,...

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